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Influence and Persuasion (HBR Emotional Intelligence Series)
book

Influence and Persuasion (HBR Emotional Intelligence Series)

by Harvard Business Review, Nick Morgan, Robert B. Cialdini, Linda A. Hill, Nancy Duarte
November 2017
Beginner content levelBeginner
160 pages
1h 29m
English
Harvard Business Review Press
Audiobook available
Content preview from Influence and Persuasion (HBR Emotional Intelligence Series)

8

When to Sell with Facts and Figures, and When to Appeal to Emotions

By Michael D. Harris

When should salespeople sell with facts and figures, and when should they try to speak to the buyer’s emotional subconscious instead? When do you talk to Mr. Intuitive and when to Mr. Rational?

I’d argue that too often, selling to Mr. Rational leads to analysis paralysis, especially for complex products or services. And yet many of us continue to market almost exclusively to Mr. Rational. The result is that we spend too much time chasing sales opportunities that eventually stall out. We need to improve our ability to sell to Mr. Intuitive.

We default to selling to Mr. Rational because when we think of ourselves, we identify with our conscious rational mind. ...

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Publisher Resources

ISBN: 9781633693944